Mullen Decorates Grocery Aisles

BOSTON Mullen next week launches the latest phase of its estimated $3 million “Grains for life” campaign on behalf of the Grain Foods Foundation, a trade association seeking to promote the health benefits of bread to combat the anti-carbohydrates movement.

This time around, the Interpublic Group agency in Wenham, Mass., takes the fight directly to consumers with point-of-sale pieces in grocery stores.

“As we enter year two, the strategy is to establish bread’s rightful place in shopping carts and on tables across America,” a Mullen representative said.

Kroger